In 2025, Facebook will continue to be a relevant player in the advertising world, even among Gen Z. While the platform has faced tough competition from newer platforms, it has been revamping its ad formats and creative strategies to remain on top among younger audiences.
Gen Z, those born between 1997 and 2012, now represent a significant part of online customers. Their purchasing habits are online, socially conscious, and highly visual. To capture their attention on Facebook, traditional ad formats just won’t work anymore. Let’s explore the new creative formats that are making Facebook Ads effective for Gen Z in 2025.
1. Vertical Short-Form Video Ads
Short-form video continues to hold the top spot, and Facebook has fully used it with Reels ads that act like the success of Instagram and TikTok. Gen Z prefers content that’s quick, entertaining, and easy to consume on the go.
Why it works:
- Vertical video fits the mobile-first consumption style of Gen Z.
- It blends smoothly with local content, making it feel less like an ad.
- Adding trending music and fast-paced editing promotes retention.
Tip: Keep videos under 15 seconds and start strong within the first 2 seconds. Incorporate meme-like humour, behind-the-scenes glimpses, or quick transformations to catch attention.
2. Augmented Reality Filters and Try-On Ads
Gen Z doesn’t just want to see products; they want to experience them. AR filters let users try on sunglasses, makeup, sneakers, or even see how furniture fits in their space, directly within the Facebook app.
Why it works:
- Interactive and engaging, these ads turn passive viewers into active participants.
- They encourage social sharing, increasing organic reach.
- Perfect for brands in fashion, beauty, or home decor.
Tip: Pair the AR ad with a CTA like “Try it now” or “See how it looks on you” to increase interaction and time spent with the ad.
3. Carousel Stories With Tap-to-Reveal Content
Carousel ads are now a powerful way to tell short stories in your feed. In 2025, digital marketing companies are using them to create swipe-through ads where each card shows a new part of the message, like a mini-story that unfolds one step at a time.
Why it works:
- Gen Z loves storytelling and Easter-egg-style reveals.
- It encourages swiping, keeping the audience engaged longer.
- Each card can feature a product, testimonial, or benefit, making it multi-dimensional.
Tip: Use consistent design elements across the cards and end with a bold CTA on the final slide. It’s storytelling with a sales twist.
4. Poll & Interactive Ads
Facebook’s interactive ad formats are growing with in-ad polls, emoji sliders, and “This or That” options. Social media marketing services are using these tools to help brands connect with Gen Z, who love being part of the conversation and enjoy interacting with content in real time.
Why it works:
- Engagement boosts ad relevance and reduces CPM.
- It gives brands insight into Gen Z preferences.
- It’s a break from inactive scrolling.
Tip: Ask fun, relatable questions like “Pick your festival fit” or “Which skincare brand are you using today?” to encourage honest and playful responses.
5. Meme-Based Ads
Gen Z speaks in memes, and smart brands are fluent. Meme-based ad creatives, when done right, stop thumbs mid-scroll. Facebook’s flexible ad creative sizes make meme formats possible across feeds and stories.
Why it works:
- Memes are relatable, shareable, and attention-grabbing.
- Aligns your brand with current pop culture.
- Boosts organic engagement even on paid posts.
Tip: Use trending meme templates but put your brand twist on them. And move fast, memes age quickly.
6. Silent-First, Text-Heavy Video Ads
Even though video is king, most users still scroll with sound off. That’s why text overlay and bold on-screen captions are now standard. In 2025, AI-powered auto-captioning tools within Facebook Ads Manager make this easier than ever.
Why it works:
- Captions help convey your message even in silent environments.
- Encourages accessibility and wider reach.
- Keeps the core message upfront for fast scrollers.
Tip: Use punchy one-liners or bold text animations to emphasize benefits, like “Skin glow-up in 7 days, no filter needed.”
Understanding Gen Z’s Ad Psychology
Before you go all-in on creative, it’s important to understand what motivates Gen Z on Facebook. So while format is key, tone and relatability are the secret elements that make these creatives click.
Authenticity rules. It takes them only seconds to recognize content that feels inauthentic or overly produced.
- Purpose matters. They support brands with strong values and transparency.
- Humour wins. Funny or sarcastic ads perform well if they feel natural.
- Speed is everything. Your message needs to hit in under 3 seconds.
Facebook advertising for Gen Z in 2025 isn’t about louder ads; it’s about smarter ones. From short-form Reels and AR try-ons to meme-based Ads, it’s clear the creative bar has been raised. Brands that want to stand out must focus on agility, authenticity, and format innovation.
Thanks to Facebook’s ongoing rollout of creative features, brands have more powerful ways to build meaningful connections with Gen Z audiences. The rules of engagement have changed. And if you want Gen Z’s attention, you’ll have to earn it with creativity that clicks.
